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Exam 14: Planning and Measuring

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Question 41

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The first step in developing an MPR plan is to ________.

A) analyze the target market
B) interact with investors
C) garner media mentions
D) define the problem
E) create a statement of tactics

F) A) and D)
G) B) and E)

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Question 42

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What are the different tools available for measuring media mentions and word-of-mouth for widespread, offline campaigns? Explain your answer in detail.

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In order to monitor media mentions for w...

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Question 43

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What is the best method for an MPR professional to use when setting goals for an MPR plan?

BzzAgent gathered information about WOM episodes through ________.

Primary goals of an MPR plan should have all of the following characteristics EXCEPT being ________.

In an MPR plan, the strategy component explains how media mentions and word-of-mouth will be accomplished.

What is the primary difficulty marketers face in regards to word-of-mouth (WOM) ?

MPR professionals need to understand how the various areas of corporate communications interrelate so that communication efforts are properly coordinated.

Most MPR plans have more than one scenario statement that provides a detailed description of activities coordinated to achieve a given objective.

When implementing multiple, widespread campaigns, firms will most likely use a ________ to identify and catalog media coverage.

What are the different components of an MPR plan? Describe what information should be included in each component of the MPR plan.

The ________ is a simplified version of the overall MPR plan and serves as a management tool with information about budgets and important dates.

Why is it important for an MPR professional to clearly understand a firm's positioning and resources during the early stages of developing an MPR plan? Explain your answer in detail.

Media monitoring services are used to measure word-of-mouth and are able to provide firms with reports on editorial tone, type of story, and frequency.

Each goal and objective in an MPR plan needs to be measurable, attainable, and tangible.